Ekuitas merek berbasis pelanggan
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2011
Pembimbing 1 : Arwini Sumardi
Subyek : Brand name products;commercial products
Kata Kunci : brand association, perceived quality, brand loyalty, overall brand equity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2011_TA_MJ_022060255_7.pdf |
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| 2. | 2011_TA_MJ_022060255_6.pdf |
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| 3. | 2011_TA_MJ_022060255_5.pdf |
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| 4. | 2011_TA_MJ_022060255_4.pdf |
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| 5. | 2011_TA_MJ_022060255_3.pdf |
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| 6. | 2011_TA_MJ_022060255_2.pdf |
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| 7. | 2011_TA_MJ_022060255_1.pdf |
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P enelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty terhadap Overall Brand Equi!Jl Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh melalui penyebaran kuesioner kepada 125 responden. Uji instrumen dilakukan dengan menggunakantvaliditas tdantreliabilitas.tUji thipotesistdilakukantdengan menggunakan Structural Equation Modelling (SEM) Hasil pengujian hipotesis menunjukkan terdapat pengaruh positif dan signifikan antara Brand Association, Perceived Quality dan Brand Loyalty temadap Overall Brand Equity, baik secara bersama-sama maupun secara parsiaL Bagi penelitian selanjutnya disarankan unb.Jk mengambil responden yang melakukan pembelian pada gerai resmi produk spolt di luar kegiatan Jakarta Fair. Penelitian selanjutnya juga diharapkan menambah jumlah variabel yang digunakan untuk mengukur Overall Brand Equity seperti keputusan pembelian.
T his study aims to determine the effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty to Overall Brand Equity. Data used in this study are primary data obtained by questionnaires to 125 respondents. Test instruments performed by using validity and reliability. Hypothesis testing is done using Structural Equation Modelling (SEM). The results of hypothesis testing showed there were positive and significant influence between brand association, perceived quality and brand loyalty to overall brand equity, either jointly or partially. For further research is suggested to take the respondents who make purchases on the sport product official outlets outside the Jakarta Fair. Future studies are also expected to increase the number of variables used to measure overall Brand equity as a purchase decision
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